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The Role of Technology in Health Care Consumer Engagement

Research conducted by the Deloitte Center for Health Solutions reveals consumers, particularly the youngest ones, are increasingly receptive to high-tech, high-touch innovations that improve health care system performance.

Since 2008, the Deloitte Center for Health Solutions has annually polled up to 4,000 U.S. adult consumers about their interest in and ability to operate in a consumer health care market.¹ Among other findings, the 2012 survey reveals that many consumers are interested in using innovative health information technologies (HITs) that could enable self-monitoring, facilitate interactions and information exchange with doctors, and support treatment adherence (see Figure 1).

Consumers who are less interested say they prefer to communicate by phone or in person (50 percent), have concerns that the privacy and security of their personal health/medical information might be at risk (31 percent), or believe that the technology might cost too much (23 percent). Addressing these barriers may generate even greater consumer interest in technology as a vehicle for engagement.

Figure 1: Interest in innovative health information technologies

Source: Deloitte Center for Health Solutions Consumer Survey, 2012

Additionally, consumers say they value having access to portals and websites that provide direct access to personal information about their health plan, medical history, and treatment plans, as well as offer capabilities such as appointment scheduling and prescription refill ordering. Use of health plan websites and enrollee portals is currently more common than use of doctors’ websites and patient portals (see Figure 2). More than 4 in 10 of those who currently have access to a secure portal or website through their doctor’s office, and 6 in 10 of those who do not, say having access to this kind of HIT system is or would be important to them.

Figure 2: Use of health plan and doctor websites and portals

Source: Deloitte Center for Health Solutions Consumer Survey, 2012

The youngest generations appear to be especially receptive to taking a more active role as health care consumers. According to the survey findings, Millennials (ages 18–30) are more likely than Gen X (ages 31–47), Boomers (ages 48–66), and Seniors (ages 67+) to express the desire to customize their health plan and use innovative technologies that support greater self-engagement (see Figure 3). Millennials are also more likely to seek cost and quality information, as well as asking about and negotiating pricing with providers.

Figure 3: Generational consumer interests and behaviors

Source: Deloitte Center for Health Solutions Consumer Survey, 2012

Consumer demand for more options, better information, and greater support of consumer involvement in decisions and care management is bound to intensify as members of these younger generations enter life stages in which they will need more care for themselves, their children or older family members. Health care systems will need to respond to such demands by setting up innovative tools and opportunities.

¹ In 2012, a nationally representative sample of 4,012 U.S. adults, aged 18 and older, was surveyed in February, using a web-based questionnaire. The sampling frame was based upon quotas reflective of the 2010 U.S. census to ensure proportional representation of the nation’s adult population with respect to age, gender, race/ethnicity, income, geography, insurance status (insured or uninsured), and primary insurance source (employer, direct purchase, Medicare, Medicaid, and other).

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